Fractional Brand + Design

Practical work for founders moving fast

Early‑stage organizations demand clean decisions and focused momentum. Practice + Principle functions as an embedded brand and design partner to frame trade-offs, execute only what matters, and scaffold a system teams can easily maintain and evolve on their own.

●AREAS OF FOCUS
1.
Fundraising
Story logic, deck build, proof graphics
2.   
Brand Strategy
Insights, positioning, architecture, messaging3.   
Brand Identity
Logo, typography & art direction, style guide
4.    Product
UX skeleton, UI patterns, prototyping
5.   
Go-to-Market
Launch blueprint, channel strategy, asset stack
6.    Design Ops
Process map, briefing & resourcing, coaching
●OUTCOMES
Clear, concise narratives that accelerate investor conviction  Positioning that guides product focus and streamlines messaging  Visual identities that signal credibility and earns immediate trustA process cadence that cuts decision time, unlocking more insightClear evaluation criteria that keeps output aligned with strategy
●GENERALIST ADVANTAGE
  
Operates across brand, product, and ops—eliminating hand‑offs, preserving consistency, and accelerating execution.
●HOW IT WORKS
  One lead, no layers – direct line.Decide together. Ship fast.  Regular working sessions biases toward action.  Focused sprints keep momentum tight.  Structure > sparkle; evidence > opinion.
  Reduce to the essential, then document.  Teach while building – so the work outlasts the engagement.
●ABOUT
  
Practice + Principle is the fractional brand and design studio of Atley Kasky, an early stage operator that blends agency agility with in-house rigor to turn ambiguity into systems that align story, product, and culture.

As Brand & Design Partner at Collaborative Fund, he embeds with founders to craft positioning playbooks and design frameworks that unlock leverage. Previously he stood up the brand function at The Athletic and led design and brand at The Black Tux as revenue climbed past $100 million. He was also a co-founder of the influential art-and-design blog But Does It Float.
●atley[at]practiceprinciple.com